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MKTG 1047 Market Research

Cover sheet for submission of


work for assessment
School: Singapore Institute of Management
Course/unit code Assignment/assessment
number
Date due
MKTG1047 25 Septemer 2012
Course/unit name
!Sc !usiness "Marketing#
Lecturer/teacher name
$r% Sheh Seo& 'ah
Tutor (or markers) name
$r% Sheh Seo& 'ah
Student/s
amil! name "iven name Student number
Shen Sher()n* +ei)ing S,,47750
-g ./e(ai/e* Shi 0in S,,47411
2han Shok Ting S,,35122
Kea .i 4in S,,0,23,
Koh Reecca* 4i 0i S,,35175
Teng Sharon* 6uan 4u S,,3530,
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MKTG 1047 Market Research
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MKTG 1047 Market Research
%o!al &elbourne 'nstitute of Technolog!
(Sc (usiness (&arketing)
&)T"*+,- &arket %esearch
"rou# Assignment
"rou# &embers$
Shen Sher()n* +ei)ing S,,47750
-g ./e(ai/e* Shi 0in S,,47411
2han Shok Ting S,,35122
Kea .i 4in S,,0,23,
Koh Reecca* 4i 0i S,,35175
Teng Sharon* 6uan 4u S,,3530,
3
MKTG 1047 Market Research
TA(L. / C/0T.0T
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MKTG 1047 Market Research


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!
MKTG 1047 Market Research
*1 '0T%/D2CT'/0
*1*1 3ur#ose
This report ana()ses the acAuire/ foo/ preferences of Generation ? "age 13 B ,5#*
an/ pro:i/es a /etai(e/ market research an/ ana()sis to ai/ RCS in /e:e(oping a
marketing mi9 strateg)%
*14 (ackground
RCS is (ooking to e9pan/ its >uropean foo/Dchain usiness in SouthD>ast .sia an/
has i/entifie/ Singapore as an opportunit)% Their foo/Dchain out(ets* &hich se(( a
:ariet) of cuisines* are main() targete/ to Generation ? consumers% This report
aims to un/erstan/ the eating haits of Generation ? in Singapore through a
/etai(e/ market search an/ ana()sis% ;n/erstan/ this &i(( he(p RCS to /e:e(op a
feasi(e marketing mi9 strateg) for entering into the Singapore eater) market%
41 S.C/0DA%5 %.S.A%C6
Generation ? refers to in/i:i/ua(s orn et&een )ear 1377 B 1334 "2hettiar* R#*
&ho are genera(() more racia(() an/ ethica(() /i:erse% !eing more segmente/ in the
current market* the popu(ation of Generation ? g(oa(() is appro9imate() 71 mi((ion
"Singstats* 2011#% 'ith ana()sis of the Generation ? in Singapore* &ho are
genera(() more concerne/ aout their consumption of foo/* eating more hea(thi()
such as &hite meat an/ :egeta(es%
.//itiona(()* Generation ? prefers /ining out on Satur/a) e:enings an/ &ith
re(e:ance to price an/ cuisine* an/ prefers 2hinese cuisine that is reasona()
price/ ">theris* >* 2010#% Generation ?8s foo/ preferences are t)pica(() inf(uence/
) intrinsic an/ e9trinsic factorsE rating price an/ sensor) appea( as the most
important factors* &hi(st fami(iarit) an/ moo/ are the (east essentia( inf(uencing
factors "$in/)a(* S an/ $in/)a( S* 2004#% 'ith the a/:ancement a/ spee/ of
Internet to/a)* Gen ? are a(e to keep themse(:es up/ate/ aout the (atest tren/s*
ne&s an/ a/:ertisement happening aroun/ the &or(/%
In re(ation to ethnicit) popu(ation in Singapore* there are appro9imate() 75%1F
2hinese* 1,%3F Ma(a) an/ 7%3F In/ian "In/e9 Mun/i* 2012#% 6ence* one has to
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MKTG 1047 Market Research
particu(ar() min/fu( aout the racia( /ifferences &hen setting up an eater) in
Singapore* as the , ethnic groups (ike&ise* /ines out re(ati:e() freAuent% $espite
that* /ue to re(igions* the Mus(im popu(ation has to fo((o& a G6a(a(8 /ietar)
reAuirement "<a)e/* 2012#* &hi(e some !u//hist an/ 6in/us /o not consume eef
or are so(e() :egetarian%
'ith the arrier to entr)* esi/es i/entif)ing the target au/ience an/
characteristics* other information such as t)pes of usiness entit) "Gui/e me
Singapore* 2012#* foo/ regu(ations an/ (a& ".H. Singapore* 2005#* market gro&th
an/ tourism rate in Singapore* &ou(/ ha:e to e i/entifie/%
71 3%/(L.& STAT.&.0T
!ase/ on the secon/ar) research* minima( information regar/ing eating haits of
Singapore8s Generation ? popu(ation cou(/ e foun/* this cou(/ e /ue to the
asence of research carrie/ out in Singapore or confi/entia(it) issues% Therefore* a
persona(iIe/ primar) research has een con/ucte/ to fi(( research gap% .t the en/
of the report* RCS &ou(/ e a(e to i/entif) the choice of foo/* factors affecting
Generation ?8s /ecision in choosing an eater)* socia( an/ i/entit) factors
Generation ? (inks to an eater)* as &e(( as other e9terna( factors RCS &ou(/
consi/er efore entering the foo/ in/ustr) in Singapore%
,1 &.T6/D/L/"5
The research &as carrie/ out ase/ on primar) an/ secon/ar) /ata% +rimar) /ata
&ere ase/ on Auantitati:e research* that &as carrie/ out through sur:e)s of a
tota( of 150 respon/ents* &h(ist the Aua(itati:e research &as carrie/ out through
faceDtoDface focus inter:ie&% Secon/ar) /ata on the other han/ &as ase/ on a
numer of aca/emic resources inc(u/ing Journa( artic(es* aca/emic te9tooks
re(ating to the topic of /iscussion an/ informa( o:er:ations* on(ine artic(es an/
reports%
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MKTG 1047 Market Research
,1* %esearch &ethod
The secon/ar) research &as con/ucte/ to i/entif) research gap* thereafterE a
primar) research &as con/ucte/ to fi(( the research gap% Secon/ar) information
&ere foun/ through me/iums such as informa( oser:ations* on(ine artic(es an/
reports%
'ith the use of sur:e)s characteristics of target markets can e i/entifie/*
measure the consumer attitu/es* an/ /escrie the consumerDpurchasing patterns%
<igure 4%1%. e9hiits the a/:antages of sur:e) in comparison to focus group
inter:ie&%
Fig.4.1.A Advantages and disadvantages of selected research method
The Auestionnaire is /esigne/ to inc(u/e openDen/e/ response Auestions* fi9e/
a(ternati:e Auestions% >9amp(es are as* in <igure 4%1!* e(o&:
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MKTG 1047 Market Research
Figure4.1B Fixed alternative questions in questionnaire
,14 'nstrument Develo#ment
'ithin the four (e:e( of sca(e measurement* our sur:e) compromises , sca(e
measurement* nomina(* or/ina( an/ ratio% <igure 4%2%. /epicts the , /ifferent (e:e(
of sca(e measurement%
Figure4.2.A Nominal, ordinal and ratio scale measurement
Some of the sca(es use/ are /iscrete* continuous* attriutes an/ in/e9 measures%
>9amp(es of :arious sca(es measurements use/ in the Auestionnaires can e
foun/ in <igure 4%2%!%
%
MKTG 1047 Market Research
Figure4.2.B Examples of scale measurement questions
,17 Sam#ling
Figure4..1 !ampling process
. tota( of 150 respon/ents &ere inter:ie&e/ faceDtoDface et&een 1,B17 .ugust
2012* an/ &as con/ucte/ ran/om()* nonDproai(it) samp(ing* in Singapore8s 5
(oca( po()technics an/ SIM campus% To e e(igi(e for the sur:e)* in/i:i/ua(s must
e age/ 13B,5%
,1, ieldwork
Interacti:e sur:e) approach has een con/ucte/ through persona( inter:ie&s
"faceDtoDface# &ith 150 in/i:i/ua(s that ha:e a((o&e/ RCS to ui(/ goo/ rapport &ith
their respon/ents% .s (imite/ /ra&ings &ere forme/ from primar) research* the
sur:e) &as /esigne/ ensuring a(( other aspects &ere eing co:ere/% 'ith time as
an ostac(e* te(ephone* fa9* Internet an/ mai( inter:ie&s are not appropriate forms
of inter:ie&% 6o&e:er* &ith the ai/ of props an/ :isua( ai/s* high participation &as
gathere/ a(ongsi/e &ith achie:ing high (e:e( of comp(eteness in Auestionnaires%
This a(so inc(u/es the ai(it) of proing comp(e9 ans&ers in the Auestionnaire%
1&
MKTG 1047 Market Research
,18 Data Anal!sis &ethod
In Section 4%2 of the report* the , sca(es measurement* nomina(* or/ina( an/ ratio
ha:e een a//resse/% >ach sca(e measurement pro/uces /ifferent t)pes of
statistics* &hich affects the metho/ of ana()sis% <or nomina( an/ or/ina(
measurement it is recommen/e/ to use freAuenc) ta(e* percentage mo/e* an/
proportion* ) pie charts* co(umn an/ ar graphs% <or ratio measurement* means*
mo/e* an/ proportion &ere uti(iIe/ to present the /ata%
81 %.S2LTS
The resu(ts are categoriIe/ into 5 main components: price* promotion* pro/uct*
p(ace* (ifest)(e an/ /emographics% >ach fin/ings &i(( e e9p(aine/ in a graphica( or
ta(e form* fo((o&e/ ) an ana()sis
81* 3rice
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MKTG 1047 Market Research
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MKTG 1047 Market Research
Anal!sis
Graph 5%1. /epicts that ma(es are more &i((ing to spen/ more than K100 on a
mea(* as the) ten/ to pa) for fema(es /uring their /ates%
Graph 5%1! ho&e:er* sho&s that fema(es are more &i((ing to pa) for organic foo/*
as the) ten/ to re(ate it to eing more hea(th)* an/ hence (ooking s(immer%
!ase/ on Graph 5%1$ an/ 5%12* resu(ts has sho&n that 57F of respon/ents are
&i((ing to spen/ (ess than K50* &hi(e 50F of respon/ents spen/s K0DK100 on
/ining out%
%ecommendation
RCS can intro/uce hea(thier mea(s catering to hea(th conscious fema(es* &hi(e
promoting 1DforD1 specia( /ining promotions%
814 3romotion
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MKTG 1047 Market Research
Anal!sis
!ase/ on the secon/ar) research foun/* Generation ? is techDsa::) an/ the
Internet is part of their /ai() (i:es% 6ence* Graph 5%2. has sho&n that promoting
through Internet is the most effecti:e me/ium for Generation ?% 'or/DofDmouth* for
Generation ? has in a//ition* score/ the highest a:erage score%
%ecommendation
1
MKTG 1047 Market Research
;sing the Internet to promote RCS ne& eater) can he(p create a uII* &hi(e the)
/istriute specia( mea( /iscount coupons :ia ,
r/
parties /istriutors* such as
/ea(%com%sg% This &ou(/ a(so assist promoting ne& eater) through &or/DofDmouth%
1!
MKTG 1047 Market Research
817 3roduct
Anal!sis
Graph 5%,.* e9hiits that most respon/ents are &i((ing to spen/ on Lapanese an/
Korean* &hi(e La:anese cuisine as the (east preferentia(% Graph 5%,!* e9hiits the
/ifferences of gen/er preferences in each cuisine* &ith resu(ts sho&n that there are
1"
MKTG 1047 Market Research
no particu(ar gen/er preference /ifferences in Ita(ian* <rench* Lapanese* 'estern*
an/ +eranakan cuisine%
%ecommendation
!ase/ on the statistics in Graph 5%,!* RCS can intro/uce cuisines that oth
gen/ers /oes ha:e a :ar)ing /ifference to it%
Anal!sis
Graph 5%,2 i((ustrates gri((ing as the most preferre/ choice et&een Generation ?*
as sho&n on Graph 5%,$* there is minima( /ifferences to ma(e an/ fema(e &ho
prefers their foo/ to e gri((e/% .s a (o&Dfat /iet option* gri((ing is a hea(thier metho/
of cooking* as it re/uces cho(estero( (e:e(s an/ impro:es car/io:ascu(ar hea(th%
Ste&ing* on the other han/* is more popu(ar among fema(es than ma(e%
%ecommendation
1#
MKTG 1047 Market Research
RCS can incorporate metho/s of cooking such asE gri((ing* fr)ing* oi(ing an/
aking into their menu* as these are eAua(() preferre/ ) oth gen/ers%
1$
Anal!sis
!ase/ on the freeDresponse Auestion*
Graph 5%,> /epicts that iceDcream is
the top of min/ pro/uct% 'hi(e Graph
5%,< /epicts there is a high percentage
of respo/ents &ith the hait of
consuming spic) /ishes%
%ecommendation
RCS Internationa( can inc(u/e set
mea(s ) incorporating /essert in their
menu% .s there is a high amount of
Generation ? consuming spic) foo/*
the) can intro/uce t&o kin/s of /ishE
spci) an/ nonDspic)%
MKTG 1047 Market Research
81, 3lace
Anal!sis
Inferring from Graph 5%4!* h)giene is the most important factor to Generation ?
&hen choosing an eater)% It ma) e /ue to Singapore 6ea(th +romotion !oar/
a/:ertisements o:er the )ears* or simp() /ue to impro:ements in stan/ar/ of (i:ing
of Singaporeans% Restaurants are reAuire/ to ha:e a certain (e:e( of h)giene
stan/ar/s% Therefore* Generation ? is most &i((ing to spen/ in restaurant%
1%
MKTG 1047 Market Research
%ecommendation
RCS can consi/er entering Singapore8s market as a restaurant an/ ensuring high
(e:e( of h)giene in the eater)% .//itiona(()* RCS can consi/er hiring e9terna(
c(eaning companies an/ pro:i/ing proper training for staffs%
Anal!sis
74F of respon/ents agree that accessii(it) affects their choice of /ine out p(ace
as sho&n in Graph 5%4$% 6o&e:er* in Graph 5%42* 45F of respon/ents /ine out in
the cit)* such as =rchar/ Roa/ an/ 2it) 6a((%
%ecommendation
RCS can /esign their store catering for Generation ? to /ine out* e%g% intro/ucing
sofa seats% The) can a(so intro/uce acti:ities inDstores such as renting of oar/
2&
MKTG 1047 Market Research
games%
Anal!sis
Graph 5%4> e9hiits restaurant offering uffet has the highest rating of 4%01 out of 5
points* as it cou(/ e /ue to the reason that 40F of respon/ents recei:e K500 an/
e(o& as their month() a((o&ance* Graph 25%1% 6ence* uffet &ou(/ e the greatest
:a(ue for mone)%
%ecommendation
RCS can intro/uce specia( uffet timings &hen Generation ? is (east (ike() to :isit
an eater)* to promote higher traffic* Graph !5%1.%
Ta(e 4%5.: Generation ?8s fa:orite eat out p(ace
%estaurant %estaurant (uffet ast ood Coffee Sho#s
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MKTG 1047 Market Research
ish 9 Co Trip(e three uffet
"Man/arin =rchar/
6ote(#
K<2 Mi2har"2offee shop#
Cr!stal :ade Seou( Gar/en Mc$ona(/s -e&ton 2irc(e
Market
:ack;s 3lace Sakura +ope)e8s SIM canteen
:umbo Seafood Sakae Sushi +iIIa hut 2homp 2homp
Aston Sushi Tei 2ar(s Lunior 15 Market <eng
Shan
A<isen %amen =(/ .irport Roa/
6ong )ong Caf=
TCC
(eng 6iang (Amo!
Street)
3asta &ania
Thai .>#ress
'##udo %amen
&anhattan ish
&arket
Ah lo! thai
6ot Tomato
T?"
Thai @illage
'm#erial Treasure
Swenson
?ild 6one!
"a#le4.$A
Anal!sis
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MKTG 1047 Market Research
The ta(e ao:e e9hiits the highest amounts of fa:orite /ine out p(aces to e
restaurants% <rom Graph 5%4. an/ 5%4! ao:e* it can e inferre/ that Generation ?
prefers /ining at restaurants%
Ta(e 4%5!: ;sing 1 &or/ to /escrie an eat out p(ace
Taste Service .nvironment Location 3rice
MouthD'atering <ast Re(a9 .ccessi(e .ffor/a(e
-ice .&esome .mience 2on:enient 2heap
0ua(it) >nJo)a(e +arking
Goo/ <oo/ 2hi((
Satisf)ing 2omforta(e
.&esome .ir 2on/itione/
?umm) 2o(/
Tast) Temperature
$e(icious 2(ean
+rett) 6)gienic
Hariet)
<amous
"a#le4.$B
Anal!sis
Ta(e 4%5! has een /esigne/ to i/entif) respon/ent8s top of min/ e:a(uation% !)
categoriIing them into taste* ser:ice* en:ironment* (ocation an/ price* resu(ts has
sho&n that taste an/ en:ironment has the most amounts of /escripti:e &or/s%
Therefore these t&o factors are important to Generation ?%
%ecommendation
RCS can focus on the t&o factorsE taste an/ en:ironment* &hen intro/ucing an
eater)%
818 Lifest!le
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MKTG 1047 Market Research
%ecommendation
It is recommen/a(e that RCS offers fami()* u//) an/ (o:er set mea(s* for greater
/ea(s%
2
Anal!sis
!ase/ on the sur:e) /ata an/ e9amining
Graph !5%1* more than 50F of
respon/ents /ine out more than once a
&eek% In Graph !,%1* Generation ? rate/
an a:erage score of 4%,* 4%2 out of 5 "1 as
(east &i((ing an/ 5 as most &i((ing# to /ine
out &ith frien/s an/ fami() respecti:e()%
'hi(e in graph !1%1 an/ sur:e) /ata*
57%,F of respon/ents /ine out to spen/
Aua(it) time &ith fami() an/ frien/s%
MKTG 1047 Market Research

Anal!sis
!ase/ on Graph5%5$* more than 70F of Generation ? e(ie:e that prices of foo/*
amience of restaurant an/ (ocation of restaurant are i/entit) factors that re(ates to
&ho the) are &hen /ining out%
%ecommendation
RCS shou(/ focus on (ocation* amience an/ setting higher prices of the eater)8s
menu%
2!
MKTG 1047 Market Research
Anal!sis
!ase/ on Graph 5%5> an/ 5%5<* it ref(ects the tren/ of Generation ? eing (east
(ike() to /ine out* are on &eek/a)s especia(() /uring 1000D1200 hours%
%ecommendation
6ence* it is recommen/a(e that RCS shou(/ intro/uce promotions* such as 1D1
mea(s an/ stu/ent set mea(s* /uring (o& peak hours%
81A Demogra#hics
2"
MKTG 1047 Market Research
Anal!sis
The primar) research consists of 57%,F fema(e an/ 42%7F ma(e respon/ents*
Graph 5%5.% .ccor/ing to Graph 5%52* more than 50F are from ages 20D24 )ears
o(/* &hich aout 17F of respon/ents are 2hinese* Graph 5%5!%
2#
MKTG 1047 Market Research
Anal!sis
.ccor/ing to Graph 5%5$* it is :isi(e that the sur:e) &as reache/ out to a &i/eD
range of Generation ? of /ifferent occupation% 6o&e:er* as more than 55F are
stu/ents* hence* there are (arge amount of respon/ents earning (ess than K500 per
month* Graph 5%5>%
Graph 5%5< sho&s more than 50F of respon/ents ha:e 2D4 fami() memers* an/
,1%,F of respon/ents ha:e 5D7 fami() memers%
%ecommendation
%9S can consider #enerating their #rices at an affordable #rice for most
res#ondent that earn less than B8++ #er month1 ?hilstC introducing set meals
for ,D- famil! membersC as in "ra#h 818CC the data also shows "eneration 5
are more likel! to dine out with friends and famil!1
2$
MKTG 1047 Market Research
A1 D'SC2SS'/0S A0D '&3L'CAT'/0S
!oth primar) an/ secon/ar) research are :ita( for RCS* in or/er to retri:e the
resu(ts of eating haits of Generation ?% !) con/ucting the t&o research* RCS is
a(e to crossDreference an/ generate i/eas to he(p RCS /etermine their /ecision%
<or primar) research* a series of Auestionnaires eing imp(emente/ for oth
tertiar) e/ucation stu/ents an/ )oung &orking a/u(ts% 'hi(st secon/ar) research*
the information searche/ &ere main() ase/ on the fin/ings from the Internet%
<rom oth research* Generation ? are eginning to eat hea(thi()* as the percentage
of this consumption in the secon/ar) research is re(ati:e() simi(ar to the
percentage in primar) research%
.//itiona(()* secon/ar) research sho&n that Generation ? prefers eating out in the
e:ening /uring the &eeken/* &hich is simi(ar to the fin/ings in primar) research%
.ccor/ing to the Auestionnaire* the numer of peop(e eating out on &eeken/ in the
e:ening is higher than &eek/a)s%
<rom the /ata sho&n in the primar) research* the respon/ents prefer Lapanese
an/ 2hinese cuisine* &hich is simi(ar to &hat has een foun/ out in the secon/ar)
research% !esi/es that* ase/ on the secon/ar) research* price an/ sensor) are
the most important attriutes &hen patroniIing a eating p(ace for Generation ?%
Simi(ar() the primar) research has sho&n* the respon/ents ha:e i/entifie/ that
price* air Aua(it)* foo/ Aua(it) an/ h)giene are the most important attriutes%
.ccor/ing to the secon/ar) research* Generation ? are fami(iar &ith techno(og)
hence* are a(&a)s up/ate/ &ith the (atest promotions an/ ne&s* &hich has een
/ra&n out from the primar) research* maJorit) of the respon/ents :ote/ Internet as
one of the most effecti:e promotiona( too(% 4ast()* primar) research has sho&n that
maJorit) of the respon/ents are ma/e up of 2hinese%
=ther re(e:ant information that has een foun/ through the primar) research are
the t)pe of eater) p(aces &here Generation ? ten/s to /ine out* are uffet
restuarants an/ 6a&ker 2entre* as &e(( as the /ifferent preferences of cuisines
amongst the /ifferent gen/ers% In a//ition* ase/ on the eating haits of
Generation ?* most of them prefer consuming spic) /ishes%
2%
MKTG 1047 Market Research
In consi/eration to a(( the ao:e factors* RCS shou(/ imp(ement the resu(ts
gathere/* to /etermine the t)pe of foo/Dchain usiness to e setDup in Singapore%
-1 L'&'TAT'/0S
-1* Surve!
'hi(e con/ucting the sur:e) an/ processing /ata* ostac(es encountere/ &ere
response error an/ a/ministrati:e error respecti:e()% The :arious sources of sur:e)
errors can e foun/ in <igure7%1%.%
Figure%.1.A "&pes of surve& errors
-1*1* %es#onse .rror
<irst()* there &ere response iasness /uring the inter:ie& process% Respon/ents
ma) /e(irate() fa(isif) their ans&ers so that the) ma) appear inte((igent* pre:enting
humi(iation or simp() for socia( /esirai(it)% "Mikmun/ an/ !ain* 2010* p%151#
Respon/ents ma) a(so e ias against inter:ie&er% To reso(:e this* inter:ie&s can
e con/ucte/ through me/iums as suchE te(ephone* internet or mai(% This ensures
persona( space for respon/ents to ans&er free()% 6o&e:er* it is time consuming
an/ has a higher proai(it) of recei:ing (o&er response from samp(e siIe (ea/ing
to nonDresponse error%
The Auestionnare has se:era( simi(ar Auestions* hence* causing respon/ents to
misrepresent or misinterpret the Auestions% Some of the Auestions inc(u/es rating
3&
MKTG 1047 Market Research
their preferences an/ importance of simi(ar attriutes% To reso(:e this issue* 1DtoD1
inter:ie& session &ith each respon/ent can e carrie/ out% 6o&e:er* such
measure reAuires :ast amount of resources* such as manpo&er* &hich is
e9pensi:e an/ time consuming%
'ith more than , (ikert sca(e Auestions* respon/ents ma) se(ect e9tremit) ans&ers
or e acAuiescence ias for their con:enience% "Mikmun/ an/ !ain* 2010* p%152#
To pre:ent such ostac(es* /iscussion amongst respon/ents shou(/ either e
&ithhe(/ or 1DtoD1 inter:ie& session can e imp(emente/%
-1*14 Administrative .rror
.fter co((ection of /ata* formatting of /ata &i(( e carrie/ out to support /ecisionD
making% <igure 7%1%2. /epicts the process of /ata inte((igence% Some errors
encountere/ or ma) ha:e encountere/ inc(u/es* /ata processing error* samp(e
se(ection error* inter:ie&er error an/ inter:ie&er cheating% "Mikmun/ an/ !ain*
2010* p%15,#
Figure%.1.2A 'ata processing process
'ith 150 /ata of (ong Auestionnaires to e compute/* it is ine:ita(e to for human
errors to e ma/e /uring the process% Some forms of these errors can e
transpositions* cop)ing* routing* consistenc) an/ ranging error "sJsu* p%2# that can
e foun/ in <igure 7%1%2!% To pre:ent such errors* se:era( manua( checks such as
31
MKTG 1047 Market Research
consistenc) checks can e carrie/ out an/ necessar) amen/ments can e ma/e
from the resu(ts of the /ata ana()sis%
Figure%.1.2B "&pes of data(processing errors
-14 %esults
;sing /ifferent tau(ation metho/s to represent the sur:e) fin/ings* /ifferent resu(ts
&ere achie:e/ from simi(ar fin/ings%
To i((uminate this pro(em* re(e:ant metho/s &ere use/ in representing the
fin/ings% In the ana()sis* mean an/ mo/e &ere app(ie/ to comp(ement the fin/ings%
To e9p(ain in /etai(* an e9amp(e* sur:e) Auestion 25% .:erage month()
a((o&ance7income:
&ean &edian &ode
Calculation
"52 9 K250# N "22 9 K750# N
",1 9 K1250# N "11 9 K1750#
N "0 9 K2250# N "17 9 K2750#
N "7 9 K2750# O 150
P"nN1# Q P 9 "150 N
1#
Q 75%5
th
p(ace
6ighest
occurrence
Answer Q K1*040 K500 to K1*000
4ess than
K500
"a#l %.2A 'ifferent anal&sis methods lead to different result
E1 C/0CL2S'/0
Through primar) an/ secon/ar) market research* this report has i/entifie/ the
/emographics of Generation ? in Singapore a(ongsi/e &ith socia( an/ i/entit)
factors inf(uencing their eating haits% These factors are critica( in /etermining
32
MKTG 1047 Market Research
marketing mi9 strateg) of RCS &ith recommen/ations /etai(e/ at the en/ of the
report% RCS can then come up &ith a usiness proposa( an/ rainstorm i/eas on
ho& to attract Generation ? to their restaurant%
33
MKTG 1047 Market Research
F1 %..%.0C.S
.:a Singapore% "2005#% !ale of food act. R=nD(ineS% .:ai(a(e:
http:77&&&%a:a%go:%sg7-R7r/on()res702.11571D7510D4317D!!57D
27$<4!35504!717120751&eTSa(eof<oo/.ct1%p/f R.ccesse/ on: .ugust 25*
2012S
.:a Singapore% "2005#% !ale of food regulations. R=nD(ineS% .:ai(a(e:
http:77&&&%a:a%go:%sg7-R7r/on()res702.11571D7510D4317D!!57D
27$<4!35504!717125755&eTS=<T<oo/>sta(ishmentsRegu(ations%p/f
R.ccesse/ on: .ugust 21* 2012S
2hettiar* R% "n%/%#% "he !ingapore )eneration *. R=nD(ineS% .:ai(a(e on:
http:77&&&%(a&gaIette%com%sg72012D0,7,52%htm R.ccesse/ on: .ugust 21* 2012S
2ontact =ne +rofessiona( ser:ices% "n%/%#% Business Entities availa#le in
!ingapore. R=nD(ineS% .:ai(a(e: http:77&&&%contactoneps%com%sg7usinessD
entities%htm( R.ccesse/ on: .ugust 25* 2012S
$ecker* G% "n%/%#% Formulating pro#lem statements+ ,sing Audience A-areness to
.ontextuali/e *our 0esearch )oals. R=nD(ineS% .:ai(a(e:
http:77&&&%persona(%psu%e/u7users7c7:7c:m1157proposa(7formu(atingTpro(emTstate
ments%htm R.ccesse/ on: .ugust 14* 2012S
$epartment of Statistics Singapore% "2011#% 1opulation trends 2211% R=nD(ineS%
.:ai(a(e: http:77&&&%singstat%go:%sg7pun7popn7popu(ation2011%p/f R.ccesse/:
.ugust 20* 2012S
$in/)a(* S an/ $in/)a( S% "2004#% 3o- 1ersonal Factors, 4ncluding .ulture and
Ethnicit&, Affect the .hoices and !election of Food 5e 6a7e. R=nD(ineS% .:ai(a(e
on: &&&%ispu%com7Journa(7theDinternetDJourna(DofDthir/D&or(/Dme/icine7:o(umeD1D
numerD27ho&Dpersona(DfactorsDinc(u/ingDcu(tureDan/Dethnicit)DaffectDtheDchoicesD
an/Dse(ectionDofDfoo/D&eDmake%htm( R.ccesse/ on: .ugust 22* 2012S
3
MKTG 1047 Market Research
>theris* >% "2010#% ,nderstanding )eneration *( !ingapore. R=nD(ineS% .:ai(a(e:
http:77&&&%team&orkoun/%com7resources7un/erstan/ingDgenerationD)Dsingapore7
R.ccesse/ on: .ugust 15* 2012S
<a)e/* S% "2012#% 3alal Food. R=nD(ineS% .:ai(a(e on:
http:77mi/eastfoo/%aout%com7o/7mi//(eeasternfoo/1017a7ha(a(foo/s%htm
R.ccesse/ on: .ugust 22* 2012S
<i(es* L%$% "n%/%#% 3o- currenc& rates affect glo#al #usiness. R=nD(ineS% .:ai(a(e:
http:77eIineartic(es%com7U6o&D2urrenc)D>9changeDRatesD>ffectDG(oa(D
!usinessCi/Q1505537 R.ccesse/ on: Septemer 1* 2012S
<it $a)% "n%/%#% 3ealthier .oo7ing 6ethods+ .oo7ing 8ersus )rilling. R=nD(ineS%
.:ai(a(e: http:77&&&%fit/a)%com7fitnessDartic(es7nutrition7hea(th)Deating7hea(thierD
cookingDmetho/sDgri((ingD:ersusDfr)ing%htm(V R.ccesse/ on: .ugust 15* 2012S
<risch* >% "n%/%#% 'emographics for restaurants. R=nD(ineS% .:ai(a(e on:
http:77&&&%foo/ser:ice&arehouse%com7restaurantDeAuipmentDsupp()DmarketingD
artic(es7restaurantDmarketing7/emographicsDforDrestaurants7c21050%asp9
R.ccesse/ on: .ugust 22* 2012S
Gui/e me Singapore% "2012#% "&pes of #usiness entities in !ingapore. R=nD(ineS%
.:ai(a(e: http:77&&&%gui/emesingapore%com7incorporation7intro/uction7singaporeD
incorporationDentit)Dt)pes R.ccesse/ on: .ugust 2,* 2012S
In/e9 Mun/i% "2012#% !ingapore Ethnic )roups% R=nD(ineS% .:ai(a(e:
http:77&&&%in/e9mun/i%com7singapore7ethnicTgroups%htm( R.ccesse/ on: .ugust
22* 2012S
KatI* !% "2007#% Focus 9n+ )eneration *. R=nD(ineS% .:ai(a(e on:
http:77&&&%foo/processing%com7artic(es72007720,%htm( R.ccesse/ on: .ugust 2,*
2012S
3!
MKTG 1047 Market Research
Mi((ennia( Marketing% "2003#% )en * Food 1references+ *ou are -hat &ou eat. R=nD
(ineS% .:ai(a(e: http:77mi((ennia(marketing%com720037017genD)Dfoo/DpreferencesD
)ouDareD&hatD)ouDeat7 R.ccesse/ on: .ugust 22* 2012S
-ation Master% "200,#% 6edia of !ingapore statistics. R=nD(ineS% .:ai(a(e:
http:77&&&%nationmaster%com7re/7countr)7snDsingapore7me/Dme/iaCa((Q1
R.ccesse/ on: .ugust 20* 2012S
+ain 2onsortium% "n%/%# 0espondent Error. R=nD(ineS .:ai(a(e:
http:77painconsortium%nih%go:7s)mptomresearch7chapterT207sec117cas11pop7%ht
m R.ccesse/ on: .ugust 22* 2012S
Roinson* 4%L* "2012#% 6:") 124% 6ar7et 0esearch. .ustra(ia: Ro)a( Institute
Me(ourne of Techno(og)%
Sa/i* M% .% "2002#% 0estaurant patronage and the ethnic groups in !ingapore+ an
explorator& investigation using Bar7er;s model. R=nD(ineS% .:ai(a(e:
http:77&&&%ca/irect%org7astracts72002,131451%htm(EJsessioni/Q421,<53.5<7.7
40332!,1$5425.75527 R.ccesse/ on: .ugust 20* 2012S
Schroer* '% L% "n%/%#% )enerations <, *, = and the 9thers(.ont;d. R=nD(ineS%
.:ai(a(e: http:77&&&%socia(marketing%org7ne&s(etter7features7generation,%htm
R.ccesse/: .ugust 11* 2012S
S6IRI% "n%/%#% 3arnessing the 1otential of )en * 5or7force in !ingapore. R=nD(ineS%
.:ai(a(e: http:77&&&%shri%org%sg7Tsur:e)reportsTharnessTgenT)%asp R.ccesse/ on:
.ugust 24* 2012S
Singapore Tourism !oar/. >uarterl& "ourism Focus 2211. R=nD(ineS% .:ai(a(e:
https:77&&&%sttrc%com%sg7images7(inks7@140T<T2011%p/f R.ccesse/ on:
Septemer 11* 2012S
3"
MKTG 1047 Market Research
SLS;% "n%/%#% 12: 'ata 6anagement. R=nD(ineS% .:ai(a(e:
http:77&&&%sJsu%e/u7facu(t)7gerstman7Stat+rimer7/ataentr)%+$< R.ccesse/ on:
.ugust 2,* 2012S
;sa(e Stats% "n%/%#% Fundamentals of !tatistics 1+ Basic .oncepts + Nominal,
9rdinal, 4nterval and 0atio. R=nD(ineS% .:ai(a(e:
http:77&&&%usa(estats%com7(essons7noir R.ccesse/ on: .ugust 21* 2012S
Mikmun/* '%G an/ !ain* !%L% "2010#% Essentials of 6ar7eting 0esearch "4th e/#%
South 'estern: SouthD'estern 2engage (earning%
3#
MKTG 1047 Market Research
*+1 A33.0D'G
*+1* Surve!
Goo/ /a)* I am TTTTTTTTTTTT* a stu/ent from SIMDRMIT con/ucting a sur:e) for m) schoo(%
+(ease he(p to comp(ete this Auestionnaire* )our response &i(( contriute to&ar/s m) report% .((
information &i(( e kept pri:ate an/ confi/entia(% Thank )ou%
SC%..0.%$
S1% .re )ou et&een the age of 13 to ,5 )ears o(/U
1% ?es 2% -o
Section A$ &arketing &i>
A*1 3rice
.1%1 6o& much are )ou willing to pa) for a mea(U
1% 4ess than K50
2% K50 to <K100
,% K100 to <K150
4% K150 to <K200
5% K200 an/ ao:e
.1%2 .:erage month() amount s#ent on /ining outU
1% <K50
2% K50 to <K100
,% K100 to <K150
4% K150 to <K200
5% K200 an/ ao:e
.1%, .re )ou &i((ing to pa) more for organic foo/U
1% ?es 2% -o
3$
MKTG 1047 Market Research
.1%4 =n a sca(e 1D5 "1 eing (east &i((ing to spen/ an/ 5 eing most &i((ing to spen/#* p(ease
rate ho& &i((ing )ou are to spen/ on fo((o&ing #roducts%
T!#e of cuisines Least
willing to
s#end
&ost
willing to
s#end
.1%4%1 2hinese 2uisine 1 2 , 4 5
.1%4%2 Ma(a) 2usine 1 2 , 4 5
.1%4%, -)on)a 2usine 1 2 , 4 5
.1%4%4 <ast <oo/ 1 2 , 4 5
.1%4%5 'estern 2usine 1 2 , 4 5
.1%4%5 Ita(ian 2usine 1 2 , 4 5
.1%4%7 Spanish 2usine 1 2 , 4 5
.1%4%1 Me9ican 2usine 1 2 , 4 5
.1%4%3 <rench 2usine 1 2 , 4 5
.1%4%10 Lapanese 2usine 1 2 , 4 5
.1%4%11 Korean 2usine 1 2 , 4 5
.1%4%12 In/ian 2usine 1 2 , 4 5
.1%4%1, La:anese 2usine 1 2 , 4 5
.1%4%14 Thai 2usine 1 2 , 4 5
.1%4%15 Hietnam 2usine 1 2 , 4 5
.1%4%15 =thers
"p(ease specif):
TTTTTTTTTTTTTTTTTTTTT#
1 2 , 4 5
3%
MKTG 1047 Market Research
.1%5 =n a sca(e 1D5 "1 eing (east &i((ing to spen/ an/ 5 eing most &i((ing to spen/#* p(ease
rate ho& &i((ing )ou are to spen/ on fo((o&ing #laces%
3laces Least
willing to
s#end
&ost
willing to
s#end
.1%5%1 Restaurant 1 2 , 4 5
.1%5%2 !uffet 1 2 , 4 5
.1%5%, .(fresco $ining 1 2 , 4 5
.1%5%4 +us7 4ounge 1 2 , 4 5
.1%5%5 6a&ker 2entre 1 2 , 4 5
.1%5%5 <oo/ 2ourt 1 2 , 4 5
.1%5%7 <ast <oo/ 1 2 , 4 5
.1%5%1 6ome $e(i:er) 1 2 , 4 5
.1%5%3 !aker)7 $essert 1 2 , 4 5
.1%5%10 2afe 1 2 , 4 5
.1%5%11 2atering 1 2 , 4 5
.1%5%12 2ha 2han Teng 1 2 , 4 5
.1%5%1, 6igh Tea 1 2 , 4 5
.1%5%14 !istro 1 2 , 4 5
.1%5%15 =thers
"p(ease specif):
TTTTTTTTTTTTTTTTTTTTT#
1 2 , 4 5
A41 3romotion
.2%1 =n a sca(e 1D5 "1 eing :er) ineffecti:e an/ 5 eing :er) effecti:e#* p(ease rate ho&
effecti:e the fo((o&ing me/iums are in persua/ing )ou to&ar/s )our purchase%
Attributes @er!
'neffective
@er!
.ffective
.2%1%1 Te(e:ision 1 2 , 4 5
.2%1 =n a sca(e 1D5 "1 eing :er) ineffecti:e an/ 5 eing :er) effecti:e#* p(ease rate ho&
effecti:e the fo((o&ing me/iums are in persua/ing )ou In )our purchase%
&
MKTG 1047 Market Research
Attributes
@er!
'neffective

@er!
.ffective
.2%1%1 Te(e:ision 1 25 41 43 27
.2%1%2 Moi(e
./:ertisements
27 ,3 45 22 1"
.2%1%, MagaIines 1, ,4 41 44 11
.2%1%4
+amph(et72ata(ogues
11 ,4 4, 3# 1#
.2%1%5 -e&spaper 25 ,0 44 ,, 17
.2%1%5 !usDstop7 Mrt
a/:ertisements
15 ,5 42 33 2
.2%1%7 Ra/io 25 42 44 25 1,
.2%1%1 +ointDofD
purchase /isp(a)s in
stores
, 2, 55 $ 21
.2%1%3 'or/ of mouth
"eg: frien/s7 fami()#
, 5 22 50 53
.2%1%10 Sa(es
+romoter
1 ,5 50 2% 2$
.2%1%11 Internet 4 15 27 44 50
.2%1%12 Roa/sho&s 11 ,7 50 3& 12
.2%1%1, =thers
.2%2 =n a sca(e 1D5 "1 eing strong() /isagree an/ 5 eing strong() agree#* p(ease rate to &hat
e9tent )ou agree or /isagree on the fo((o&ing statements%
Statements Strongl!
Disagree
Strongl!
Agree
.2%2%1 (ook through cata(ogues for
information or promotions
1 2 , 4 5
.2%2%2 I ans&er te(emarketers8 Aueries
o:er the phone
1 2 , 4 5
.2%2%, I rea/ an/ response/ to on(ine
a/:ertising
1 2 , 4 5
1
MKTG 1047 Market Research
"eg: emai(s* promotions* pop ups#
.2%2%4 I &atch a/:ertisement on
te(e:ision7 efore the mo:ies starts
1 2 , 4 5
.2%2%5 I (isten to the ra/io a/:ertisements 1 2 , 4 5
.2%2%5 I notice the ne&spapers8
a/:ertisement
1 2 , 4 5
.2%2%7 I notice a/:ertisements on the
pu(ic transportation7 out/oor /isp(a)s
1 2 , 4 5
.2%2%1 I &i(( cut an/ re/eem m) coupons 1 2 , 4 5
.2%2%3 I take in the sa(es promoters8
a/:ices
1 2 , 4 5
.2%, 'hich me/ium /o )ou /eri:e )our information on an eater) fromU ")ou ma) circ(e more
than 1#
1% Te(e:ision
2% Moi(e a/:ertisements
,% MagaIines
4% +amph(et72ata(ogue
5% -e&spaper
5% !usDstop a/:ertisements
7% Ra/io
1% 'or/ of mouth
3% +romoter
10% Internet B <orums
11% Internet B <oo/ Gui/e "e%g% hungr)go&here%com#
12% Internet B >ater)8s &esite
1,% Roa/sho&s
14% =thers "+(ease specif): TTTTTTTTTTTT#
2
MKTG 1047 Market Research
A71 3roduct
.,%1 Se(ect the fo((o&ing cuisines )ou prefer: ")ou ma) circ(e more than 1#
1% 2hinese
2% Ma(a)
,% In/ian
4% +eranakan
5% 'estern
5% Lapanese
7% Korean
1% <rench
3% Ita(ian
10% Mi/Deastern
11% =thers "p(ease specif): TTTTTTTTTTTTTTTTTTTTTT#
.,%2 6o& /o )ou prefer )our mea(s to e cooke/: ")ou ma) circ(e more than 1#
1% !ake
2% !oi(
,% Ste&
4% Gri((
5% <r)
5% =thers "p(ease specif): TTTTTTTTTTTTTTTTTTTTT#
.,%, .re )ou a :egetarianU
1% ?es 2% -o
.,%4 $o )ou ha:e the hait of or/ering /essert after )our mea(U
1% ?es 2% -o
.,%5 State the t)pes of /essert preferre/ after a mea(:
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
.,%5 $o )ou ha:e the hait of consuming spic) /ishesU
1% ?es 2% -o
3
MKTG 1047 Market Research
A,1 3lace
.4%1 +(ease rate ho& important the fo((o&ing store factors are &hen )ou :isit an eater) "1 as not
important at a((* 5 as :er) important#%
Attributes 0ot
im#ortant
at all
@er!
im#ortant
.4%1%1 Temperature 1 2 , 4 5
.4%1%2 .ir Aua(it) 1 2 , 4 5
.4%1%, -oise (e:e( 1 2 , 4 5
.4%1%4 2ro&/ contro( 1 2 , 4 5
.4%1%5 Music p(a)e/ 1 2 , 4 5
.4%1%5 $Wcor 1 2 , 4 5
.4%1%7 >mp(o)ee8s uniform 1 2 , 4 5
.4%1%1 Menu 1 2 , 4 5
.4%1%3 Reasona(e pricing 1 2 , 4 5
.4%1%10 'i/e assortment of
pro/ucts
1 2 , 4 5
.4%1%11 6)giene 1 2 , 4 5
.4%1%12 0ua(it) of foo/ 1 2 , 4 5
.4%1%1, >9istence of
promotiona( acti:ities C
others
1 2 , 4 5
.4%1%14 >as) accessii(it)
"(ocation#
1 2 , 4 5
.4%1%15 Techno(og) "&ifi# 1 2 , 4 5
.4%2 'hich area in Singapore /o )ou /ine out at mostU
1% To&n "e%g% =rchar/#
2% 'est
,% >ast
4% -orth
5% South

MKTG 1047 Market Research


.4%, $oes the accessii(it) of the eat out (ocation affect )our choiceU
1% ?es 2% -o
.4%4 =n a sca(e of 1D5 "1 as (east preferre/* 5 as most preferre/#* &hich &ou(/ e the preferre/
p(ace to /ine outU
Least
#referred
&ost
#referred
.4%4%1 !aker) 1 2 , 4 5
.4%4%2 !istro7
!rasserie
1 2 , 4 5
.4%4%, 2afe 1 2 , 4 5
.4%4%4 2ha 2han Teng 1 2 , 4 5
.4%4%5 2offee Shop 1 2 , 4 5
.4%4%5 <ast <oo/
2hain
1 2 , 4 5
.4%4%7 Sta((7 Kiosk 1 2 , 4 5
.4%4%1 +u7 !ar7
4ounge
1 2 , 4 5
.4%4%3 Restaurant B
!uffet
1 2 , 4 5
.4%4%10 Restaurant B
.(a 2arte
1 2 , 4 5
.4%4%11 Sa(a/ Stops 1 2 , 4 5
.4%4%12 <ine $ining 1 2 , 4 5
.4%4%1, =thers
"+(ease specif):
TTTTTTTTTTTTTTTT#
1 2 , 4 5
.4%5 State )our top , fa:ourite eat out p(aces:
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
.4%5 'hat are some eat out p(aces )ou ha:e een to the past , monthsU
!
MKTG 1047 Market Research
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
.4%7 ;se one &or/ to /escrie ho& a /ine in (ocation shou(/ eU
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
"
MKTG 1047 Market Research
Section ($ Lifest!le
!1% 'h) /o )ou /ine outU ")ou ma) circ(e more than 1#
1% Specia( =ccasions
2% 2on:enience
,% >9perience
4% To /ress up
5% Spen/ing Aua(it) time &ith frien/s an/ fami() memers
5% =thers "p(ease specif):TTTTTTTTTTTTTTT#
!2% $oes the factors e(o& shape &ho )ou are &hen /ining outU
5es 0o
!2%1 4ocation 1 2
!2%2 Hariet) of foo/ 1 2
!2%, +ricing 1 2
!2%4 .mience 1 2
!2%5 Ser:ice 1 2
!2%5 =thers
"+(ease specif):
TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT#
1 2
!,% +(ease rate from 1D5 "1 as not (ike() an/ 5 as most (ike()#* &ho &ou(/ )ou (east (ike()7 most
(ike() /ine out &ith:
0ot likel! &ost likel!
!,%1 <ami() 1 2 , 4 5
!,%2 Re(ati:es 1 2 , 4 5
!,%,<rien/s 1 2 , 4 5
!,%4 Mentors 1 2 , 4 5
!,%5 .(one 1 2 , 4 5
!,%5 =thers
"+(ease specif):
TTTTTTTTTTTTTTTTT#
1 2 , 4 5
#
MKTG 1047 Market Research
!4% +(ease rate from 1D5 "1 as not (ike() an/ 5 as most (ike()#* &hich /a) of the &eek )ou are
most (ike() to /ine out:
0ot likel! &ost likel!
!4%1 Mon/a) 1 2 , 4 5
!4%2 Tues/a) 1 2 , 4 5
!4%, 'e/nes/a) 1 2 , 4 5
!4%4 Thurs/a) 1 2 , 4 5
!4%5 <ri/a) 1 2 , 4 5
!4%5 Satur/a) 1 2 , 4 5
!4%7 Sun/a) 1 2 , 4 5
!5% 6o& often /o )ou /ine outU
1% More than once a &eek
2% =nce a &eek
,% =nce a fortnight
4% =nce a month
5% =nce in 2D, months
5% =nce in 4D5 months
7% .s an/ &hen I &ant to
1% =thers "p(ease specif): TTTTTTTTTTTT#
!10% 'hat time &ou(/ )ou usua(() :isit an eater)U
*1 0500 to 0100
41 0100 to 1000
71 1000 to 1200
,1 1200 to 1400
81 1400 to 1500
A1 1500 to 1100
-1 1100 to 2000
E1 2000 to 2200
F1 2200 to 0000
*+1 0000 to 0200
**1 0200 to 0400
*41 0400 to 0500
$
MKTG 1047 Market Research
Section C$ 3ersonal 'nformation
+(ease rest assure that )our persona( information &i(( e kept confi/entia(* a(( information &i((
on() e use/ in our schoo( proJect%

21% Gen/er "Recor/#
1% Ma(e 2% <ema(e
22% .ge
1% 13 )ears o(/ 5% 24 )ears o(/ 11%23 )ears o(/ 15% ,4 )ears o(/
2% 20 )ears o(/ 7% 25 )ears o(/ 12% ,0 )ears o(/ 17% ,5 )ears o(/
,% 21 )ears o(/ 1% 25 )ears o(/ 1,% ,1 )ears o(/
4% 22 )ears o(/ 3% 27 )ears o(/ 14% ,2 )ears o(/
5% 2, )ears o(/ 10% 21 )ears o(/ 15% ,, )ears o(/
2,% Race
1% 2hinese
2% In/ian
,% Ma(a)
4% >urasian
5% =thers "+(ease specif): TTTTTTTTTTTT#
24% =ccupations
1% +rofessiona(s* Managers* >9ecuti:es* Technicians
2% 6ouse&ife
,% Se(fDemp(o)e/
4% 2(erica(7 a/minstrati:e
5% 2i:i( ser:ant
5% -ationa( Ser:ice
5% Stu/ents
5% 2urrent() not emp(o)e/
7% =thers "+(ease specif): TTTTTTTTTTTT#
25% .:erage month() a((o&ance7income
1% <K500
2% K500 to <K1000
,% K1000 to <K1500
4% K1500 to <K2000
5% K2000 to XK2500
%
MKTG 1047 Market Research
5% K2500 to XK,000
7% K,000 an/ ao:e
27% 6o& man) peop(e are there in )our fami()U
1% 0 to 1
2% 2 to 4
,% 5 to 7
4% 7 to 3
5% 10 an/ ao:e
$ate7Time of Inter:ie&: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
-ame of Respon/ent: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
2ontact "+hone an/7>Dmai(#: TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT
"han7 &ou for responding to our surve&?
!&
MKTG 1047 Market Research
*+14 Surve! %esults
Section A
A*1 3rice
A*1* 6ow much are !ou willing to #a! for a mealH
4ess than K50 101
K50 to XK100 ,4
K100 to XK150 5
K150 to XK200 ,
K200 an/ ao:e 5
A*14 Average monthl! amount s#ent on
dining outH
XK50 51
K50 to XK100 ,1
K100 to XK150 21
K150 to XK200 11
K200 an/ ao:e 22
?es 51
-o 12
T!#e of cuisines
Least
willing
to s#end

&ost
willing to
s#end
* 4 7 , 8
.1%4%1 2hinese 2uisine 11 11 ,2 57 ,3
.1%4%2 Ma(a) 2usine 21 21 55 21 1
.1%4%, -)on)a 2usine 24 45 51 11 11
!1
MKTG 1047 Market Research
.1%4%4 <ast <oo/ 20 ,2 ,2 ,5 23
.1%4%5 'estern 2usine 2 12 21 54 54
.1%4%5 Ita(ian 2usine 7 1, 40 55 ,1
.1%4%7 Spanish 2usine 25 ,3 ,7 25 24
.1%4%1 Me9ican 2usine 51 21 50 22 5
.1%4%3 <rench 2usine 10 25 41 ,1 21
.1%4%10 Lapanese 2usine 5 11 2, 51 53
.1%4%11 Korean 2usine 4 1, ,5 55 42
.1%4%12 In/ian 2usine 43 25 43 17 10
.1%4%1, La:anese 2usine 72 21 22 2 1
.1%4%14 Thai 2usine 17 25 45 42 21
.1%4%15 Hietnam 2usine 74 24 ,, 1, 5
.1%4%15 =thers

"p(ease specif):
TTTTTTTTTTTTTTTTTTTTT
#
Total
score
T!#e of cuisines
Total average score (rounded off to
* d1#)

552 2hinese 2uisine ,%7
,33 Ma(a) 2usine 2%7
,35 -)on)a 2uisine 2%5
453 <ast <oo/ ,%1
535 'estern 2uisine 4
521 Ita(ian 2uisine ,%5
4,4 Spanish 2uisine 2%3
!2
MKTG 1047 Market Research
,51 Me9ican 2uisine 2%4
431 <rench 2uisine ,%,
535 Lapanese 2uisine 4
551 Korean 2uisine ,%1
,54 In/ian 2uisine 2%4
207 La:anese 2uisine 1%4
475 Thai 2uisine ,%2
,0, Hietnam 2uisine 2
=thers 0
"p(ease specif):
TTTTTTTTTTTTTTTTTTTTT
#
!3
MKTG 1047 Market Research
A*18 /n a scale *D8 (* being least willing to s#end and 8 being most willing
to s#end)C #lease rate how willing !ou are to s#end on following #laces1
3laces
Least
willing
to s#end

&ost
willing to
s#end
.1%5%1 Restaurant , 12 ,5 55 ,4
.1%5%2 !uffet 7 17 ,0 54 42
.1%5%, .(fresco $ining 2, 21 42 45 13
.1%5%4 +us7 4ounge 22 ,0 45 ,1 14
.1%5%5 6a&ker 2entre 22 21 2, ,7 40
.1%5%5 <oo/ 2ourt 15 25 ,2 4, ,4
.1%5%7 <ast <oo/ 13 23 ,5 ,5 ,0
.1%5%1 6ome $e(i:er) 20 ,2 55 2, 21
.1%5%3 !aker)7 $essert 11 24 4, 47 11
.1%5%10 2afe 3 24 45 53 12
.1%5%11 2atering 25 25 55 24 20
.1%5%12 2ha 2han Teng 25 2, 55 24 21
.1%5%1, 6igh Tea 15 ,1 42 42 1,
.1%5%14 !istro 13 ,0 52 21 21
.1%5%15 =thers
1 2 , 4 5
"p(ease specif):
TTTTTTTTTTTTTTTTTTTTT
#
Total score Average score
555 Restaurant ,%1
!
MKTG 1047 Market Research
557 !uffet ,%7
455 .(fresco $ining ,%1
442 +us7 4ounge 2%3
435 6a&ker 2entre ,%,
504 <oo/ 2ourt ,%4
473 <ast <oo/ ,%2
445 6ome $e(i:er) ,%0
47, !aker)7 $essert ,%2
431 2afe ,%,
4,1 2atering 2%3
441 2ha 2han Teng 2%3
450 6igh Tea ,%0
452 !istro ,%0
55 =thers ,%7
A41* /n a scale *D8 (* being ver! ineffective and 8 being ver! effective)C
#lease rate how effective the following mediums are in #ersuading !ou 'n
!our #urchase1
Attributes
@er!
'neffective

@er!
.ffective
.2%1%1 Te(e:ision 1 25 41 43 27
.2%1%2 Moi(e
./:ertisements
27 ,3 45 22 15
.2%1%, MagaIines 1, ,4 41 44 11
.2%1%4
+amph(et72ata(ogues
11 ,4 4, ,7 17
.2%1%5 -e&spaper 25 ,0 44 ,, 17
!!
MKTG 1047 Market Research
.2%1%5 !usDstop7 Mrt
a/:ertisements
15 ,5 42 ,, 24
.2%1%7 Ra/io 25 42 44 25 1,
.2%1%1 +ointDofD
purchase /isp(a)s in
stores
, 2, 55 41 21
.2%1%3 'or/ of mouth
"eg: frien/s7 fami()#
, 5 22 50 53
.2%1%10 Sa(es
+romoter
1 ,5 50 23 21
.2%1%11 Internet 4 15 27 44 50
.2%1%12 Roa/sho&s 11 ,7 50 ,0 12
.2%1%1, =thers
"+(ease specif):
TTTTTTTTTTTTTTTTTT#
Total score Total average score
512 Te(e:ision ,%4
411 Moi(e ./:ertisements 2%7
470 MagaIines ,%1
441 +amph(et72ata(ogues ,%0
4,5 -e&spaper 2%3
454 !usDstop7 Mrt a/:ertisements ,%1
410 Ra/io 2%7
511
+ointDofDpurchase /isp(a)s in
stores
,%4
525
'or/ of mouth "eg: frien/s7
fami()#
4%2
414 Sa(es +romoter ,%2
531 Internet ,%3
!"
MKTG 1047 Market Research
445 Roa/sho&s ,%0
55 =thers ,%7
A414 /n a scale *D8 (* being strongl! disagree and 8 being strongl! agree)C
#lease rate to what e>tent !ou agree or disagree with the following
statements%
Strong()
$isagree
Strong()
.gree
.2%2%1 (ook
through
cata(ogues for
information or
promotions
27 ,7 40 23 17
.2%2%2 I ans&er
te(emarketers8
Aueries o:er the
phone
51 42 ,5 10 2
.2%2%, I rea/ an/
respon/ to on(ine
a/:ertising
,, 53 21 25 5
"eg: emai(s*
promotions* pop
ups#

.2%2%4 I &atch
a/:ertisement on
te(e:ision7 efore
the mo:ies starts
25 11 45 ,7 ,0
.2%2%5 I (isten to
the ra/io
23 44 ,5 25 15
!#
MKTG 1047 Market Research
a/:ertisements
.2%2%5 I notice the
ne&spapers8
a/:ertisement
24 ,7 55 21 5
.2%2%7 I notice
a/:ertisements on
the pu(ic
transportation7
out/oor /isp(a)s
1, ,1 42 ,3 25
.2%2%1 I &i(( cut
an/ re/eem m)
coupons
,1 ,4 ,2 ,4 12
.2%2%3 I take in
the sa(es
promoters8
a/:ices
27 ,5 44 24 15
A414 Total Scores for each #oint
Strong()
$isagree
Strong()
.gree
.2%2%1 (ook
through
cata(ogues for
information or
promotions
27 74 120 115 15
.2%2%2 I ans&er
te(emarketers8
Aueries o:er the
phone
51 14 105 40 10
.2%2%, I rea/ an/
respon/ to on(ine
a/:ertising
,, 111 14 100 25
"eg: emai(s*
promotions* pop

!$
MKTG 1047 Market Research
ups#
.2%2%4 I &atch
a/:ertisement on
te(e:ision7 efore
the mo:ies starts
25 22 1,1 141 150
.2%2%5 I (isten to
the ra/io
a/:ertisements
23 11 101 104 75
.2%2%5 I notice the
ne&spapers8
a/:ertisement
24 74 155 112 ,0
.2%2%7 I notice
a/:ertisements
on the pu(ic
transportation7
out/oor /isp(a)s
1, 52 125 155 125
.2%2%1 I &i(( cut
an/ re/eem m)
coupons
,1 51 35 102 50
.2%2%3 I take in
the sa(es
promoters8
a/:ices
27 72 1,2 35 10
!%
MKTG 1047 Market Research
A414
Accumulated
Total
Average (/ut
of 8)
.2%2%1 (ook through
cata(ogues for
information or promotions
422 2%1
.2%2%2 I ans&er
te(emarketers8 Aueries
o:er the phone
,00 2
.2%2%, I rea/ an/
respon/ to on(ine
a/:ertising
"eg: emai(s* promotions*
pop ups#
,50 2%4
.2%2%4 I &atch
a/:ertisement on
te(e:ision7 efore the
mo:ies starts
414 ,%2
.2%2%5 I (isten to the ra/io
a/:ertisements
404 2%7
.2%2%5 I notice the
ne&spapers8
a/:ertisement
405 2%7
.2%2%7 I notice
a/:ertisements on the
pu(ic transportation7
out/oor /isp(a)s
412 ,%2
.2%2%1 I &i(( cut an/
re/eem m) coupons
,54 2%4
.2%2%3 I take in the sa(es
promoters8 a/:ices
407 2%7
"&
MKTG 1047 Market Research
"1
MKTG 1047 Market Research
A417 ?hich medium do !ou derive !our information on a eater! fromH (!ou
ma! circle o more than *)
1% Te(e:ision 45
2% Moi(e a/:ertisements 12
,% MagaIines 5,
4% +amph(et72ata(ogue 24
5% -e&spaper 21
5% !usDstop a/:ertisements 13
7% Ra/io 1
1% 'or/ of mouth 11,
3% +romoter 11
10% Internet B <orums 4,
11% Internet B <oo/ Gui/e "e%g%
hungr)go&here%com#
54
12% Internet B >ater)8s &esite 53
1,% Roa/sho&s 15
14% =thers "+(ease specif): TTTTTTTTTTTT# 0
A7 3roduct
A71* Select the following cuisines !ou #refer$ (!ou ma! circle o more than *)
T!#es of Cuisines 0umber
1% 2hinese 10,
2% Ma(a) 44
,% In/ian 22
4% +eranakan 20
5% 'estern 17
5% Lapanese 105
"2
MKTG 1047 Market Research
7% Korean 55
1% <rench 20
3% Ita(ian ,4
10% Mi/Deastern 1
11% =thers "Thai# 1
A714 Select the following choices as to how !ou #refer !our meals to be
cooked$ (5ou ma! select more than one)
1% !ake 57
2% !oi( ,4
,% Ste& ,7
4% Gri(( 74
5% <r) 52
5% -o preferences 1
7% !!0 1
A717 Are !ou a vegetarianH
-umers +ercentages
1% ?es 1 5%,,
2% -o 142 34%57
A71, Do !ou have the habit of ordering dessert after !our mealH
"3
MKTG 1047 Market Research
-umers +ercentages
1% ?es 75 50F
2% -o 75 50F
A718 State the t!#e of dessert !ou would #refer after a meal1
T)pes of $essert -umer
Ice 2ream ,1
2ake 21
Mango +u//ing 5
Ice Je(() 2
Ice Kachang ,
+u(ut 6itam 1
!ean 2ur/ 1
!ro&nies 1
2hoco(ate f(a:oure/
/esserts
4
+u//ings 2
<ruits ,
<roIen ?ogurt 2
2rYme !ru(ee 1
S&eet $rinks 1
2affine 1
Mi(kshakes 1
<(a:oure/ Ice Sha:ings 2
.n) S&eet ,
A71A Do !ou have the habit of consuming s#ic! dishesH
-umer +ercentage
"
MKTG 1047 Market Research
1% ?es 105 70%7F
2% -o 44 23%,F
"!
MKTG 1047 Market Research
A,1 3lace
Attributes
0ot
im#ortan
t at all

@er!
im#ortant
.4%1%
1
Temperature 2 7 ,1 8- 45 ,%32
.4%1%
2
.ir Aua(it) 1 3 2, 47 -* ,14+A-
.4%1%
,
-oise (e:e( 2 12 8, 45 ,5 ,%3457
.4%1%
4
2ro&/ contro( 1 14 21 84 41 ,%7157
.4%1%
5
Music p(a)e/ 15 20 8A ,1 27 ,%22
.4%1%
5
$Wcor 5 3 ,1 ,5 A* ,%31,
.4%1%
7
>mp(o)ee8s
uniform
,4 ,0 8+ 21 15 2%5157
.4%1%
1
Menu 1 2 23 55 A4 ,1*-7
.4%1%
3
Reasona(e
pricing
11 14 22 ,5 AE ,%3
.4%1%
10
'i/e assortment
of pro/ucts
7 5 45 4, ,F ,%73,
.4%1%
11
6)giene 0 0 5 45 FE ,1A*7
.4%1%
12
0ua(it) of foo/ 0 5 25 ,3 -F ,14-7
""
MKTG 1047 Market Research
.4%1%
1,
>9istence of
promotiona(
acti:ities C others
10 22 ,A 45 27 ,%,1
.4%1%
14
>as) accessii(it)
"(ocation#
, 3 21 5, 8A ,%31
.4%1%
15
Techno(og) "&ifi# 27 ,7 ,F 14 22 2%75
A,14 ?hich area in Singa#ore do !ou dine out the mostH
1% To&n "e%g% =rchar/# -E
2% 'est 45
,% >ast 11
4% -orth 13
5% South 1
A,17 Does the accessibilit! of the eat out
location affect !our choiceH
1% ?es *** 2% -o ,3

Least
#referred

&ost
#referred
.4%4%1 !aker) ,, 8, ,, 27 , 2%42
.4%4%2 !istro7
!rasserie
14 41 ,8 ,5 15 2%27,
.4%4%, 2afe 5 21 A+ 45 11 ,%,2
.4%4%4 2ha 2han
Teng
11 ,7 84 23 14 2%13,
.4%4%5 2offee Shop 3 15 8- 45 22 ,%,7,
.4%4%5 <ast <oo/
2hain
10 ,, 40 ,- 20 ,%2257
"#
MKTG 1047 Market Research
.4%4%7 Sta((7 Kiosk 10 ,5 A7 25 15 ,%02
.4%4%1 +u7 !ar7
4ounge
20 11 ,- ,0 ,5 ,%21
.4%4%3 Restaurant B
!uffet
5 3 25 A+ 54 ,1+E
.4%4%10 Restaurant
B .(a 2arte
0 17 ,4 A8 ,4 ,%77,
.4%4%11 Sa(a/ Stops 84 40 ,0 22 5 2%257
.4%4%12 <ine $ining 2, ,4 ,1 ,- 1 2%1157
.4%4%1, =thers
1 2 , 4 5
"+(ease specif):
TTTTTTTTTTTTTTTT#
A,18 State !our favourite .at /ut
3lace
!eng 6iAng ".mo) Street# Seou( Gar/en .Jisen Ramen
Trip(e three uffet"Ma/arin =rchar/
6ote(#
2r)sta( La/e
LackZs +(ace
Mhi 2har"2offeeshop# Lumo Seafoo/ 6ong Kong 2afW
.ston .h &k thai T22
K<2 2ar(s Lunior Ippu/o Ramen
+iIIa hut SIM canteen 'i(/ 6one)
Mac/ona(/s =(/ .irport Roa/
Manhanttan <ish
Market
-e&ton 2irc(e Market
15 Market <eng
Shan Sakae Sushi
2homp 2homp +asta Mania Thai Hi((age
Sushi Tei +ope)es Imperia( Treasure
<ish C 2o 6ot Tomato T'G
"$
MKTG 1047 Market Research
Sakura S&ensens Thai >9press
A,1A ?hat are some eat out #lace !ou been to the #ast 7
monthsH
Tonkichi"=rchar/ 2entra(# K<2 SpiIe
In/ochine"6H# .iJisen Ramen 4a) Gar/en
S&ee 2hoon .ston !oon Tong Kee
LackZs +(ace
SIM canteen
Sushi
Tei
Mc/ona(/ !urgur King Ramen +(a)
<oo/ 2ourts Su&a) $ing Tai <ung
2offeeshop T22 Marma(a/e +antr)
Resturants !uffet +S 2afW
A,1- 2se one word to describe how should an eat out #lace be for
!ouH
MouthD'atering .ffor/a(e 2hi(( +rett)
-ice >nJo)a(e 2omforta(e Ser:ice
.ccessi(e 2heap .&esome ?umm)
0ua(it) Goo/ <oo/ $e(icious +arking
2on:enient
<ast 2(ean
.ir
2on/itione/
Hariet) <amous 6)genic 2o(/
Re(a9 .&esome Tast)
.mience Satisf)ing Temperature 5
"%
MKTG 1047 Market Research
Section (
(*1 ?h! do !ou dine outH Accumulated 3ercentage
Spen/ing Aua(it) time EA 57%,F
Speica( =ccasions A, 42%7F
2on:enience 8,
,5%0F
To /ress up *A
10%7F
>9perience *7
1%7F
=thers + 0%0F
(41 Does the factors below sha#es who !ou are when dining
outH
5es 0o 5es 0o
4ocation 110 40 +ricing 12F 11F
Hariet) of
foo/
104 45 .mience 77F 2,F
+ricing 12, 27 4ocation 7,F 27F
.mience 115 ,4
Hariet) of
foo/
53F ,1F
Ser:ice 35 54 Ser:ice 54F ,5F
(71 3lease rate from *D8 (* as not likel! and 8 as most likel!)C who would !ou
would least likel!/ most likel! to dine out with$
0ot likel!
&ost
likel!
!,%1 <ami() 2 7 20 57 54
!,%2 Re(ati:es 10 ,5 53
24 22
!,%,<rien/s 2 11 12 ,, 32
!,%4 Mentors 22 14 5
5 ,
!,%5 .(one 57 21 ,2 17 1,
!,%5 =thers

"+(ease specif):
TTTTTTTTTTTTTTTTT#
#&
MKTG 1047 Market Research
(71 Total scores for each #oint
0ot likel!
&ost
likel!
!,%1 <ami() 2 14 50 221 ,20
!,%2 Re(ati:es 10 70 177
35 110
!,%,<rien/s 2 22 ,5 1,2 450
!,%4 Mentors 22 21 11 20 15
!,%5 .(one 57 42 35 51 55
!,%5 =thers

"+(ease specif):
TTTTTTTTTTTTTTTTT#
Accumulated Average
<rien/s 552 4%,
<ami() 524 4%2
Re(ati:es 45, ,%1
.(one ,,1 2%,
Mentors 10, 0%7
=thers 0 0%0
(,1 3lease rate from *D8 (* as not likel! and 8 as most likel!)C which da! of
the week !ou are most likel! to dine out$
0ot likel! &ost likel!
!4%1
Mon/a)
25 2, 45 27 23
!4%2
Tues/a)
13 15 47 ,7 25
!4%,
'e/nes/a)
1, 20 5, 51 11
!4%4
Thurs/a)
15 12 ,, 50 ,0
!4%5 <ri/a) 5 10 15 21 30
!4%5
Satur/a)
1 2 15 4, 17
!4%7
Sun/a)
7 , 10 45 14
#1
MKTG 1047 Market Research
(,1 Total
score for
each #oint
0ot likel!
Least
likel!
&a!be Likel! &ost likel!
Mon/a) 25 45 1,5 101 145
Tues/a) 13 ,0 141 141 1,0
'e/nes/a) 1, 40 113 204 30
Thurs/a) 15 24 33 240 150
<ri/a) 5 20 41 112 450
Satur/a) 1 4 45 172 4,5
Sun/a) 7 5 ,0 114 420
(,1 Accumulated Average
Mon/a) 450 ,%1
Tues/a) 451 ,%1
'e/nes/a) 5,5 ,%5
Thurs/a) 521 ,%5
<ri/a) 5,5 4%2
Satur/a) 557 4%4
Sun/a) 547 4%,
#2
MKTG 1047 Market Research
(81 6ow often do !ou dine outH
3ercentage
1% More than once a
&eek
32
51%,F
2% =nce a &eek 22 14%7F
,% =nce a fortnight 5 ,%,F
4% =nce a month 1 0%7F
5% =nce in 2D,
months
2
1%,F
5% =nce in 4D5
months
0
0%0F
7% .s an/ &hen I
&ant to
27
11%0F
1% =thers 2
1%,F
(A1 ?hat time would !ou usuall! visit an eater!H
0500 D 0100 1
0100 D 1000 5
1000 D 1200 1
1200 D 1400 ,1
1400 D 1500 1,
1500 D 1100 11
1100 D 2000 5,
2000 D 2200 47
#3
MKTG 1047 Market Research
2200 D 0000 1
0000 D 0200 1
0200 D 0400 0
0400 D 0500 0
Section C
C*1 "ender
+ercentage
Ma(e 54 42%7F
<ema(e 15 57%,F
C41 Age
3ercentage
20 )ears
o(/ 23 13%,F
21 )ears
o(/ 27 11%0F
22 )ears
o(/ 25 15%7F
2, )ears
o(/ 17 11%,F
24 )ears
o(/ 1, 1%7F
13 )ears
o(/ 11
7%,F
25 )ears
o(/ 7 4%7F
25 )ears
o(/ 7 4%7F
27 )ears
o(/ 5 4%0F
,, )ears
o(/ , 2%0F
,1 )ears
o(/ 2 1%,F
#
MKTG 1047 Market Research
21 )ears
o(/ 1 0%7F
,0 )ears
o(/ 1 0%7F
,2 )ears
o(/ 1 0%7F
23 )ears
o(/ 0 0%0F
,4 )ears
o(/ 0 0%0F
,5 )ears
o(/ 0 0%0F
C71 %ace
3ercentage
2hinese 1,0 15%7F
In/ian 5 ,%,F
Ma(a) 10 5%7F
>urasian 4 2%7F
=thers 1 0%7F
C,1 /ccu#ations
3ercentage
Se(fDemp(o)e/ 2 1%,F
2i:i( ser:ant 2 1%,F
=thers 2 1%,F
6ouse&ife , 2%0F
2urrent() not
emp(o)e/
4
2%7F
-ationa( Ser:ice 1 5%,F
#!
MKTG 1047 Market Research
2(erica(7
a/minstrati:e
3
5%0F
+rofessiona(s*
Managers*
>9ecuti:es*
Technicians
24
15%0F
Stu/ents 31 55%,F
C81 Average monthl!
allowance/income
3ercentage
XK500 52 41%,F
K1000 to XK1500 ,1 20%7F
K500 to XK1000 22 14%7F
K2500 to XK,000 17 11%,F
K1500 to XK2000 11 7%,F
K,000 an/ ao:e 7 4%7F
C-1 6ow man! #eo#le are there in
!our famil!H
3ercentage
10 an/
ao:e
0
0%0F
0 to 1 1 0%7F
7 to 3 1 0%7F
5 to 7 47 ,1%,F
2 to 4 77 51%,F
#"

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